Every site within the station environment was used by Colgate, from the entrance barrier to the exits, creating an exclusively branded Colgate zone that simply couldn’t be avoided. The campaign completely eliminated any other branded messages making it impossible not to consider the importance of oral health.The posters created an entire OHM story as consumers made their way through the station environment during the two key teeth brushing segments of the day.

This campaign translated directly into sales with Colgate experiencing its highest ever 4 – weekly sales share in two years. Total equity share for toothpaste and toothbrushes reached their highest levels ever. There was increased market share across other key oral care categories. The special OHM packs sold out immediately.